Estimating Search Benefits from Path-Tracking Data: Measurement and Determinants

  title={Estimating Search Benefits from Path-Tracking Data: Measurement and Determinants},
  author={Stephan Seiler and Fabio Pinna},
  journal={Marketing Science},
We study consumer search behavior in a brick-and-mortar store environment, using a unique data set obtained from radio frequency identification tags, which are attached to supermarket shopping carts. This technology allows us to record consumers’ purchases as well as the time they spent in front of the shelf when contemplating which product to buy, giving us a direct measure of search effort. We estimate a linear regression of price paid on search duration in which search duration is… CONTINUE READING
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